New product development (NPD) is a critical component of an organizations strategy to maintain strength and grow in the market; however, the failure rate of new products continues to rise. Two key areas of consideration that may decrease the failure rate of new products are improved process and leadership. The modified Delphi study explored the differentiation of leadership profiles at each of the discrete stages of the NPD process within medium to large consumer packaged goods (CPG) companies. Leadership profiles specific to the stages were identified and the differentiation of the leadership required at each stage discussed. The expert feedback obtained from the study panelists corresponds to the stages of the NPD process, providing insight and direction into specific leadership strategies for the NPD process and the discrete process stages.
|School:||University of Phoenix|
|School Location:||United States -- Arizona|
|Source:||DAI-A 72/10, Dissertation Abstracts International|
|Keywords:||Innovation process, NPD leadership, New product development, New product development process, New product leadership profiles, Process leadership|
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